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Chinese IT brands gain attention due to digital marketing, survey says
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Domestic electronics and IT brands are starting to gain attention and support from local consumers as they've put more focus on digital marketing, suggesting a more important role of digital information in consumers' purchasing decision, a latest study shows.
Huawei's brand digital equity rose to the fourth place from the eighth position last year, while Vivo jumped to seventh from 19th, according to a joint research report by Baidu and market research firm Millward Brown.
The study combines Baidu's search results and queries with Millward Brown's consumer brand equity database and analysis to evaluate brands.
Domestic smartphones and tablets achieved the biggest gains in terms of brand activeness, and Lenovo's brand awareness and activeness are twice that of Apple's in the laptop sector.
Most brands in the 13 categories tracked by the report have different degree of improvement in their brand digital equity, as they've increased Internet marketing expenditure.
Credit card brands also achieved robust growth in brand digital equity as many commercial banks launched mobile device-based digital services to strengthen connection with consumers.
Food and beverage brands, such as Coca-Cola and Mengniu, still have relatively small brand digital equity compared with leading companies in other sectors, leaving huge growth potential in the future.
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